Nike is the first brand in Australia to adopt Shazam's audio recognition technology to deliver branded content on mobile to shoppers at its Sydney CBD store.
When shoppers Shazam the tracks they hear played in store, they are served native content containing details of the song playing, alongside clickable content tiles that link through to Nike marketing assets including apps and video content.
The aim is to link up the shopping experience with branded content and digital assets. It's the first time Shazam has been used in a retail capacity in Australia. It has only been used by a select number of retailers in the US.
There are prompts with signage and in-store radio alerting customers that they can Shazam in-store.
Nike is using the technology because shopping is “hyper-conencted”, according to Melissa Capone, Pacific digital brand manager at Nike.
“We rarely see people that are not using a mobile device in one way or other when they come into our stores. We want to make their brand experience more immersive and rewarding whilst they are in-store, but also when they have left the store. Shazam’s solution allows us to do exactly that,” she said.
The activity is part of Shazam's global partnership with Mood Media, one of the world’s largest designers of in-store experiences. It uses Mood Media's “watermarking” technology that means Shazam can be activated even when there is no audio present.
The activity is running in Nike's store in Sydney's CBD, and is just the first of many retail activations Shazam hopes to role out in the retail space.
Retail, Steve Sos, Shazam's regional sales director for Australia, told AdNews, is a natural extension of the Shazam platform, and its capability to “make traditional above the line media clickable”.
Shazam already offers advertisers the ability to Shazam-enable radio, TV and cinema ads. It has also signed deals in the US with outdoor advertising firms that will allow it to do the same with out of home ads.
“It's a scalable approach, “ he added. “We're a conduit from couch [with TV ads] to the cash register. What we're doing with traditional media already, we're now able to bring to stores. The real value is in that it's people choosing to pull content to them, they are choosing when and how, it's not content being pushed to them.”
Nike's store assistants are also being trained to use the mobile content as a tool, to improve the experience for customers, but Capone adds that it's also a great tool for customers who want to have a more independent experience in store.
Capone told AdNews: “This experience puts the journey through our store in the hands of the consumer. As they walk through our space and see our key stories, they can reference our brand page and get additional information on key products and services that Nike provides. They will have the ability to download apps, sign up for events and find our more about the latest product innovations.
“We hope to see our sales associates using this tool as an additional storytelling element as they interact with consumers on a daily basis. On the flip side, for consumers that would rather a self guided experience, this is a great way to put all of the information at their fingertips so they are able to self service while in store,” she said.
Customers can use the digital links to make purchases on mobile, but the main aim is to increase in-store sales conversions, drive traffic to the store and use its digital assets to help customers make purchase decisions in-store.
Nike will keep a close eye on the traffic generated for each space on its brand page, increases in in-store conversion and attendance of in-store events.
The partnership with Nike came directly as a result of Shazam's participation in GroupM's mLab tech exhibition earlier this year.
Fore more news:
Shazam eyes pre-show cinema content - but Val Morgan keeps schtum
Shazam enhances video screen ads in US malls
SCA launches 'Shazamable' radio show
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at rosiebaker@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.